Publisher's Synopsis
Essentials of Marketing Research offers a concise introduction to all the major concepts within marketing research as well as discussing new developments within the field.Thoroughly revised and updated, this new second edition retains its focus upon the traditional approach to marketing research whilst offering good coverage of qualitative techniques and marketing decision systems.This new edition offers:? increased coverage of media research, advertising, segmentation, branding, minitab and SPSS ? a new chapter focusing on the application of global marketing research? 16 new case studies covering a variety of business contexts including sports marketing, financial services, services marketing and many more!? innovative sections covering services, quality issues, internal marketing and electronic data collection.The text is ideal for both undergraduate and postgraduate courses in marketing research and is welcomed for its European approach to the subject.
